Date Submitted:
03/18/2011 04:29 AM
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4923/ 20
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intorduction of Organic Products to PJ's

Executive Summary
PJ’s Coffee of New Orleans is specialty coffee house providing delicious and reasonably priced beverages and food, including our house specialty coffees and other customer favorites. Our coffees are served in a relaxed and welcoming environment.  
In the summer of 2009 we will be launching an organic food line that will include breakfast/energy, muffins, bagels, and chips.   To compliment these items we will be serving organic coffees, water, and milk.   The line will uphold our upscale atmosphere while attracting a new group of consumers the “Generation Y”.  
The launch will start with only 3 of our locations, where the market is more highly concentrated with our present target the “Baby Boomer”, and also has an equally concentration of our target “Generation Y”.    
Our target markets for our organic rollout include the following.
“Generation Y”, single household with an income level of at least $35,700 yearly.  
Our current customer, the “Baby Boomers”
Individuals with high interest in eating organic
By diversifying our product-line we will be able remain at the forefront of our competition.   We will furthermore employ marketing tactics to increase awareness about organic foods and beverages.   By implementing loyalty programs we hope to generate a desire to select organic versus customary products.   Creating a new logo for organic products and creating organic seminars to educate the public on the benefits of organic food.   We plan to extend our mission of “Simply the Best Coffee,” over to the organic line making “Simply the Best of the Fresh.”     “PJ’s, with its expanded line of products, music and a relaxed atmosphere, provides an environment that’s all about experience.
Table of Contents
EXECUTIVE SUMMARY 2
TABLE OF CONTENTS 3
SITUATIONAL ANALYSIS 4
EXTERNAL ANALYSIS 5
DEMOGRAPHICS: 5
Growth Rates and Age distribution: 5
Age Distribution 5
Educational Levels: 6
Geographic distribution; 6
Ethnic Composition; 7…

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